The The Role of Purchase Intention as a Mediator in the Relationship Between Healthy Lifestyle and Social Media Marketing on the Purchase Decision of Pawon Ibun’s Tempe Broth Products

This study aims to describe the application and influence of Green marketing strategy and Brand image on purchase decision through purchase intention and the right strategy for marketing Matoh Cassava Chips. The method used is quantitative with a sample of 80 consumers of Matoh Cassava Chips in Bojonegoro Regency, the sample is determined by accidental sampling, data obtained using a questionnaire. The data analysis technique in this study uses descriptive analysis and Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis to test the hypothesis and determine the influence between variables. The results of the analysis show that the implementation of green marketing strategies and overall brand image has a high category, there is a significant influence of exogenous variables on purchasing decisions, purchase intention significantly mediates the influence of both on purchasing decisions, and makes marketing strategies that combine these two factors an effective approach in influencing consumer behaviour. So from these results it can be concluded that Green marketing strategy and Brand image have a significant effect on purchase decisions, as well as purchase intention which is able to significantly mediate this influence.

Micro, Small and Medium Enterprises (MSMEs) are one of the economic drivers of society. More than 50% of Indonesian people rely on the wheels of economic rotation by becoming MSME actors This study aims to examine the influence between user interface; social media; price and nutrition labeling; purchase intention toward purchase decision. By using quantitative research methods, 97 tempeh chips MSME as a respondent 97 respondents were tested. Data analysis using PLS the result of the reseac h are user interface, social media, price and nutrition labeling have a positive effect on prchase intention and purchasing decision. This reseach also shows that purchasing decision becomes intervening variabel between user interface, social media, price and nutrition labeling have a positive effect on prchase decision.

Micro, Small and Medium Enterprises (MSMEs) are an economic sector that has a significant impact on product sales. Micro, Small and Medium Enterprises (MSMEs) in the Jatirogo subdistrict, Tuban district, are one of the locations where MSMEs have been established which empower them through innovation and the use of local products for consumption. The purpose of this research is to determine the influence of the halal label, P-IRT label and price on purchase intention and its impact on consumer decisions. This research uses the lameshow formula. The sample in this study consisted of 100 respondents. Purchase interest has an impact on purchasing decisions which influence the development of MSMEs in the future, as well as MSMEs currently having to be able to survive in this onslaught with the abundance of modern and unique processed foods. Thus, it is necessary to follow the rules provided by the government, namely halal certification and P-IRT permits. This research analyzed using SEM-PLS method by analyzing the tools used in SMARTPLS. The research results found that price has a positive and significant influence on buying interest; Purchase interest has a positive and significant influence on consumer decisions. The price of MSME products is influenced by purchasing interest on consumer decisions, while the halal label and P-IRT label do not have a significant effect on purchasing interest and purchasing decisions. So that, product prices influence purchasing interest in consumer decisions and purchasing interest has an impact on consumers in making purchasing decisions for MSME products.

The rise of social media, particularly TikTok, has significantly influenced consumer behaviour in the beauty product industry, especially among Generation Z in Indonesia. With millions of active users, TikTok has become a powerful platform for beauty enthusiasts and influencers to share product reviews, tips, and recommendations. This research aims to analyze the key factors influencing purchasing decisions for beauty products through TikTok video reviews. The primary factors identified include perceived credibility, perceived authenticity, review quality, and review quantity. This study also examines the relationship between these factors and purchase intentions and how they ultimately influence purchase decisions. A quantitative approach was used for this research, implementing non-probability and judgmental sampling techniques. An online questionnaire was distributed to 239 respondents aged 15 to 24 living in Indonesia, targeting individuals who actively engage with beauty product reviews on TikTok. The data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that perceived credibility, perceived authenticity, review quality, and review quantity positively and significantly affect purchase intentions. Additionally, purchase intentions were shown to directly impact purchase decisions without being moderated by the attitude of others or unanticipated situational factors. The research also identified three consumer needs-based segments, namely quality-based, price-based, and ingredient-based. Each segment reflects different priorities and behaviours in response to beauty product reviews on TikTok. The findings will give insight into how beauty brands can enhance their marketing strategies on TikTok. By focusing on improving the perceived credibility, authenticity, review quality, and review quantity of their TikTok review videos, marketers can effectively influence consumer purchase intentions and decisions. These strategies can help beauty brands maximize sales and ensure long-term sustainability in the competitive market.

This study investigates the impact of Environmentally Friendly Packaging (EFP) and Product Labeling (PLA) on Purchasing Decisions (PDE) and Business Sustainability (BSU) in Micro, Small, and Medium Enterprises (MSMEs) in Bogor, Indonesia. Using a quantitative approach, data were collected from 170 MSME owners and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results show that EFP and PLA have significant positive effects on PDE and BSU. Specifically, EFP influences Purchasing Decisions (β = 0.358, p < 0.001) and Business Sustainability (β = 0.240, p = 0.003), while PLA strongly affects both Purchasing Decisions (β = 0.530, p < 0.001) and Business Sustainability (β = 0.487, p < 0.001). These findings suggest that MSMEs can improve their competitiveness and long-term viability by adopting eco-friendly packaging and emphasizing sustainable labeling practices. The study contributes to the understanding of sustainable business practices in the context of MSMEs and provides valuable insights for entrepreneurs aiming to enhance their market position and ensure sustainability.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economic development, yet many still face challenges in improving their performance lately in three years. This study aims to analyze the influence of entrepreneurial marketing, innovation capability, and purchase decision on the performance of MSMEs, with a case study on the local bag product brand Jims Honey in the Jabodetabek area. A quantitative approach was used, employing a survey method with 100 MSME respondents. Data were analyzed using SmartPLS 4.0 through Partial Least Squares (PLS) and Structural Equation Modeling (SEM) for testing hypotheses 1 to 4, and multiple linear regression for hypothesis 5. The results show that entrepreneurial marketing and purchase decisions have a positive and significant effect on MSME performance. In contrast, innovation capability has a negative and significant effect. Among the three variables, the purchase decision has the most dominant influence. Simultaneously, all three variables significantly affect MSME performance. The study concludes that MSME success is more strongly influenced by effective marketing strategies and consumer trust, while innovative efforts need to be more aligned with market needs. The findings suggest that MSME owners should refine their promotional strategies, enhance service quality, and implement targeted innovation to achieve improved business performance.

As the rapid growth of social media has changed the way organizations interact with their customers, content marketing—especially comedic content—has become a key tool for influencing consumer behavior. Through the mediating effects of audience engagement and brand recognition, this study seeks to investigate how humorous marketing content influences purchase intentions. The study employed a quantitative methodology, employing the Stimulus-Organism-Response (S-O-R) paradigm. Data were collected from 84 social media users and analyzed using Structural Equation Modeling with the Partial Least Squares (SEM-PLS). The results show that hilarious content has a major impact on audience engagement and brand awareness. Additionally, consumers' purchasing intentions are greatly influenced by both audience engagement and brand awareness. These findings imply that humor influences consumer behavior on digital platforms and improves brand memory in addition to providing entertainment. The study offers marketers useful information for creating hilarious content that appeals to target audiences and influences their purchasing decisions.

This study aims to analyze the influence of social media and Key Opinion Leaders (KOL) on purchase decisions, with purchase intention as a mediating variable. The research was conducted on Fore Coffee consumers using a quantitative research method, with primary data collected through an online questionnaire. Respondents consisted of the Soloraya community who had purchased Fore Coffee in the last six months.The results show that social media and KOL significantly influence purchase intention and purchase decisions. Moreover, purchase intention is proven to be a significant mediator in the relationship between social media and KOL with purchase decisions. This study implies the importance of social media-based marketing strategies and KOL in increasing consumer purchase intention and decisions.

This research paper examines the influence of content marketing, influencers, and social media platforms, particularly TikTok, on consumer purchasing decisions. The study aims to explore the factors that shape consumer behaviour and purchase intentions within the context of digital marketing strategies on platforms like TikTok. The research incorporates three independent variables: influencers (X1), content marketing (X2), and social media (X3), with the dependent variable (Y) being purchase decisions. Data were collected through a questionnaire-based survey of 100 university students in the Tangerang area, using a purposive sampling approach. The data were analysed using multiple linear regression analysis, with assessments of validity, reliability, and classical assumption testing, conducted via SPSS version 26 statistical software. The results confirm that all three independent variables—content marketing, influencers, and social media—have a positive and significant impact on consumer purchasing decisions. Specifically, the t-test results show that the t-value for influencers (X1), which encompasses dimensions such as communication skills, influence, authenticity, and expertise, is 101.690, exceeding the critical t-value of 1.660, thereby affirming its significant influence on purchasing decisions. Similarly, content marketing (X2), measured by dimensions of reliability, disbelief, and persuasion knowledge, recorded a t-value of 95.240, also surpassing the critical t-value. For social media (X3), the t-value was 98.764, again greater than the t-table value, confirming its significant effect on purchase decisions. In hypothesis testing, all alternative hypotheses (Ha1, Ha2, Ha3) were accepted, indicating that influencers, content marketing, and social media significantly influence the purchasing decisions of students in the Tangerang area who use TikTok. The null hypotheses (Ho1, Ho2, Ho3) were accordingly rejected. The study provides empirical evidence of the substantial role digital marketing strategies, particularly on TikTok, play in shaping consumer purchase decisions.

This research aims to identify external factors that influence purchase intention in the use of social media for Micro, Small and Medium Enterprises (MSMEs) in emerging markets, focusing on how user attitudes towards social media marketing strategies can influence consumer intentions to purchase MSME products. Quantitative approach is used with an explanatory research type, by collecting survey data from 413 social media users who engage with MSME products in East Java, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to determine the significance of each factor. The results show that interactivity, informativeness, word of mouth (WOM), personalization, trendiness, entertainment, usefulness, and flow experience significantly positively affect Purchase Intention. Conversely, Irritation has a negative effect. User attitude towards social media is an important mediating factor that strengthens the influence of these variables on purchase intention, suggesting that positive experiences on social media can increase consumers' likelihood of purchase. Limitation of this study is conducted only within specific geographical area (East Java), which may affect the generalizability of the results. Further research can be conducted with a broader sample to validate these findings in other regions and markets. This research provides insights into the role of social media attributes and user experience in driving Purchase Intention in the MSME sector in emerging markets. It highlights the importance of positive user attitudes, thus filling the research gap regarding the impact of social media on consumer behavior in the context of MSMEs.

This research aims to investigate the influence of Content Marketing, Brand Image, and Social Media on purchase intention and purchase decision for Sambal Ning Niniek, a small and medium-sized enterprise (SME). A quantitative research method was employed, with three independent variables, namely content marketing, brand image, and social media, and two dependent variables, namely purchase intention and purchase decision. A total of 216 respondents were included in the study. The analysis involved both outer model and inner model assessments. The results revealed that content marketing did not have a significant positive impact on purchase intention. However, brand image and social media demonstrated a positive and significant impact on purchase intention for sambal Ning Niniek. Furthermore, purchase intention was found to have a positive and significant effect on purchase decisions at Sambal Ning Niniek. Regarding the influence on purchasing decisions, content marketing, and brand image were identified as significant and positive factors for Sambal Ning Niniek. However, social media did not exhibit a significant positive impact on purchasing decisions.

Purpose: This study investigates the influence of online customer reviews and live streaming on purchasing decisions related to skincare products, with purchase intention serving as a mediating variable. It explores how online reviews and the interactive features of live streaming shape consumer engagement and decision-making processes among Generation Z and Millennial users on social media platforms, particularly TikTok.Method: A quantitative research design was employed using purposive sampling, involving 180 Gen Z and Millennial TikTok users who are active consumers of skincare products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software.Results: The findings indicate that online customer reviews exert a significant positive influence on both purchase intention and purchasing decisions. Live streaming significantly affects purchase intention; however, it does not have a direct effect on purchasing decisions. Furthermore, purchase intention is found to mediate the relationship between both online customer reviews and live streaming with purchasing decisions.Practical Implications for Economic Growth and Development: The study provides valuable insights for skincare brands aiming to optimize their marketing strategies on TikTok. By leveraging credible user-generated reviews and engaging live streaming content, businesses can enhance consumers’ purchase intention, thereby potentially increasing sales. These findings contribute to the development of effective social commerce strategies and support the broader growth of the digital economy within local markets.Originality/Value: The novelty of this study lies in its specific focus on TikTok as a social commerce platform and the skincare industry as its market context.

This study aims to analyze the effects of location and service quality on purchasing decisions, with purchase intention as an intervening variable, at Dekranasda under the Office of Cooperatives, Micro, Small and Medium Enterprises, and Trade of Probolinggo City. This research employed a quantitative approach with an explanatory design. The independent variables consisted of location) and service quality, the intervening variable was purchase intention, and the dependent variable was purchasing decision. The population comprised consumers who made purchases at Dekranasda, with a sample of 97 respondents selected using a non-probability sampling technique. Data were collected through questionnaires as primary data and supported by secondary data sources. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The results indicate that location and service quality have direct effects on purchase intention and purchasing decisions. Purchase intention also has a direct effect on purchasing decisions. Furthermore, purchase intention mediates the effects of location and service quality on purchasing decisions. The novelty of this study lies in examining the mediating role of purchase intention within the marketing context of MSME products at Dekranasda as a platform for promoting and selling local products. These findings provide managerial implications for Dekranasda management to improve location strategies and service quality in order to enhance consumers’ purchase intention and purchasing decisions

Social media, an essential part of social connection, is becoming an inevitable global communication tool. The popularity and availability of mobile phones have further fueled the importance of social media. Social media marketing activities carried out by enterprises helps to attract more comprehensive customers and influence customers' purchase behavior. However, with the increasing investment of significant brands in marketing activities on social media platforms, marketing on social media is becoming increasingly competitive in building consumers' awareness about a particular product, customers' purchase behavior, and purchase decisions. Marketing research has focused on using social media to motivate consumers' purchase intentions and maintain consumer loyalty. The previous studies have shed some light on the significant impacts of social media on consumers' behaviors. However, few focus on consumers' purchase intentions and decisions. Through a literature review, this paper studies how consumer behavior changes due to social media. This paper explores how social media can ultimately market consumer behavior by influencing consumer psychology, attitude, and internal motivation for consumption through a literature review. Hopefully, this paper also can provide some ideas for enterprises to better their strategy formulation, optimize marketing plans, and improve brand benefits and corporate earnings in the increasingly fierce social media marketing competition.

Purpose In recent years, there has been a significant increase in business entities that use social media platforms for business purposes. Thus, this study aims to investigate how Micro, Small and Medium Enterprises (MSMEs) in a developing country use multiple social media platforms to achieve business objectives and enhance profitability. Moreover, the explosive growth of social media platforms has also generated vast amounts of data, making them a valuable resource for organizations. So, the study also explores the extent to which MSMEs have adopted data collection and analytics methodologies to leverage social media insights for informed decision-making. Design/methodology/approach A quantitative research design was employed using an online survey targeting MSME owners and managers across various sectors in Brunei. Data were collected from 93 valid respondents through purposeful and convenience sampling, then analyzed using SPSS with both descriptive and inferential statistical techniques. The surveys were distributed through direct messages to the official business Instagram and Facebook accounts, and the available WhatsApp numbers of the MSMEs. Findings This study provides a preliminary analysis of the social media practices by MSMEs. Yet, it is successful to reveal that WhatsApp Business, Instagram and Facebook are the most frequently used and profitable platforms among MSMEs. These platforms are primarily used for brand visibility, customer engagement and product marketing. Despite widespread adoption, a majority of MSMEs do not systematically collect or analyze social media data, highlighting a gap in data-driven decision-making. Nevertheless, a growing trend toward basic analytics practices is evident. Research limitations/implications The study faced challenges in collecting survey data from MSMEs in Brunei. The study also does not include a qualitative investigation that could deepen understanding of platform strategies and analytics literacy. Its findings are Brunei-centric, lack longitudinal data and may have limited generalizability, although they offer valuable localized insights. Thus, researchers are keen to undertake more follow-up and relevant research later on by using a qualitative methodology approach. Practical implications The paper provides valuable information for MSME entrepreneurs on selecting and managing multifaceted social media platforms. Moreover, the study underlines the need for improved digital literacy and low-cost analytical tools to support MSMEs in leveraging social media-generated data for effective decision-making and building strategic advantage. Social implications The study reveals that social media use by MSMEs improves not only profitability but also citizens’ quality of life and supports national digital economy system Digital interactions have improved market connectivity, customer engagement and product accessibility while promoting inclusivity among youth, women and rural entrepreneurs. Moreover, advancing digital literacy and data analytics fosters innovation, creativity and self-reliance, strengthening entrepreneurial empowerment and community resilience. Originality/value This study has highlighted and examined multifaceted social media application and data analytics practices in an underexplored ASEAN context. The study contributes original empirical evidence on the strategic integration of social media platforms by MSMEs in Brunei and highlights context-specific digital behaviors and adoption challenges.